17- The Press Release, dead or alive?

Clients have told us that trendy young agencies no longer use press releases to reach journalists or influencers. I was obviously very surprised and, I admit, worried. Certainly, the press release – like everything around us – has gone digital. Sent out by e-mail, it’s still the agency's #1 tool. We send out several products during the year, and to me it would be unthinkable to do so without a press release! So, I continued my research and consulted the annual publication from CISION: The State of the Media Report. It states that 63% of respondents said they wanted a press release from public relations professionals. This figure was more than 70% in some European countries. Journalists love the press release. Media professionals have ranked it the most valuable type of content they receive from their PR contacts. They’ve chosen the press release as their top source. This is nearly universal, with journalists from around the world citing press releases as their most trusted source of information. So here are a few suggestions from the CISON report to make your press release as effective as possible: 45%: Use a clearly stated news hook (often the title) 27%: Tell a story conversationally: avoid technical jargon 17%: Fit in some quality quotes that add depth to the story More than 27% are looking for great images, compared to 13% for video. Use some great pictures, and you’ll maximize your chances of a feature! In short, the press release is the number-one tool you need to develop. We have our own techniques at the agency, and we’ll teach you our tips for creating simple, effective press releases that get straight to the point. So yes, the press release is alive and well! Contact us! We’ll be happy to advise you. Most importantly, get on our mailing lists so you don’t miss a thing: www.natapr.com.